and I’m a lot bored (drive there—you’ll see why) so I’m looking for anything to keep my mind busy. I see a billboard coming up. I’ll describe it:

It’s not very well illustrated, frankly. There’s a grandfatherly dude on the left-hand side of the board. Just under his shoulder is a cherub-faced little girl. It’s very “feathery”—lot‘s of Photoshopping people think is “cool.” But the text that accompanies is this (and exactly this)...

“And then I saw a baby cow being born...”

I think the client was some sort of farm. Some place where grandfathers would take their grandchildren. I don’t know. I don’t think I cared.

But that phrase... it stuck with me. How surreal. That was it. "Saw a baby cow being born..." I sat and thought about how utterly (bone-shatteringly) bizarre that phrase is when there is no other context to take it in and I thought it was the most brilliant phrase I’ve ever seen printed on a billboard. I mean, if you wanted me to cogitate on your message, THAT did it. I still don’t know the client. I'm almost certain I don’t care now. But I’m going to find a way to rip that off and put it into some kind of ad campaign, sometime. 

 Brilliant.

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